Human Escalation Policy in WhatsApp Business

The need for transshipment (directing to a human attendant) in automated services is part of WhatsApp policy since 2019 and its inclusion will be more strictly inspected from October 30, 2020.

Those that do not comply with the guidelines will have the Quality Rating of their number impaired, which will result in a reduction in the number of notifications and messages initiated by the company.

What is it?

In order to promote good experiences in the interaction between people and companies on the platform, the WhatsApp Business Policy requires that at least one option of “quick, clear and direct service with human agents” be provided in the conversational flow.

For quality contact, the policy instructs the company to:

"Maintain a WhatsApp Business profile with customer support contact information, including one or more of the following: email address, website address or phone number. Keep all information correct and up to date. You should not be to impersonate another company or, in any other way, mislead customers about the nature of their business. "

As of October 30, 2020, WhatsApp will test all flows and, if the human transfer option is not identified, the quality indicator for the number will be changed to low, in red. If after this signaling, the non-compliance with the policy is not resolved within seven days, the number of notifications and messages initiated by the company will be restricted.​

What to do

The first step is to ensure that all streams on WhatsApp have an option in which it is possible to speak directly to a person.

The options are:

• redirection to a human agent
• a valid phone number
• a contact form
• an e-mail
• redirection to visit the physical store

Validations and indications in the flow

To verify that the flow is configured correctly within the platform, make sure that there is a validation of service hours for direction for transshipment. If it is on time, the user will be referred to the Blip Desk for assistance.

If it is out of office hours, the user must be informed about this, as well as the available office hours and also about another service channel (for example: e-mail, telephone number, website, etc.).

In case of incorrect verification

If the human overflow option is not identified and the number is penalized incorrectly, open a ticket in WABA to show it.

To open a ticket in WABA:

• Visit https://business.facebook.com/
• Select the help menu
• Click “Contact the support team.”

To find out more details about the WhatsApp channel, access the official documentation by clicking on this link.

FAQ

• Can my transfer option redirect to a channel that authenticates the user?

No. Since the WhatsApp tester will not be a brand user, he may not be able to complete the test.

• Questions for lead capture (name, CPF, location etc.) that occur before the transfer, can be considered obstacles to service?

The WhatsApp tester will not be a brand user. If you require any information to transfer the service (avoid CPF or other personal data) and the user does not provide it, we recommend that you use a return message informing other service channels (email, phone etc.).

• How do I know if the reason for signaling my number is really this?

The reason for the change in the Quality Rating is displayed in detail in the number flagged in your WhatsApp Business account.

• Can I redirect the user to a service queue?

We recommend that the means for the user to contact be immediate, or with the shortest possible time. In this case, queues where the user can stay for hours and even give up the service, it is also important to offer another means of contact.

• My number was penalized. What do I do?

If you have verified your flow and do not comply with the guidelines, implement one of the transfer options indicated by WhatsApp and, as soon as it is available to users, open a ticket in your WhatsApp Business account. Go to https://business.facebook.com/, select the help menu and click on “Contact the support team”.

• I know that there is an overflow option in my flow, but my number was still penalized. What happened and what do I do?

It is likely that WhatsApp did not identify the transfer option and penalized it incorrectly. If you have verified your flow and are in compliance with the guidelines, open a ticket in your WhatsApp Business account. Go to https://business.facebook.com/, select the help menu and click on “Contact the support team”.

• Is there any indication or obligation of which point of the flow or moment that the client should give the contact options (transshipment) or can it be at the point of the flow that he finds most appropriate?

The obligation is to have the option to clear and easy access to the user to escalate the service to a human. Example: when the user writes, “talk to a human”, the contact will be able to understand and show him the necessary information.

• Currently, the BOT directs some options to the Site, directly to the FAQ, frequently asked questions, with the end of the service in this channel. Is there any impact?

There is no impact. However, this does not represent a transfer solution for humans.

• Some options are directed to the registration form, with no possibility of transfer to human. Does this situation fit under the option “a contact form”?

Yes. This can be a valid way of making direct contact with a human, as long as the registration covers a later contact with this user and that only data that any user can provide is required in this form.

• In the conversational flow, I do not have a direct menu option for human assistance, that is, the overflow occurs if the user requests to "talk to human" or if the BOT does not understand the client's message. Any restrictions?

There are no restrictions. But it is necessary for the user to know somehow that this option exists. Otherwise, he may not imagine this possibility during the conversation with the Smart Contact.

• Options with completion in the Smart Contact itself, with no possibility of overflow (Contact of the Units) - Does this situation fit in the option “redirection to visit the physical store”?

No. It is important to make it clear to the user that he has a way of contacting a human. Finalizing the service by Smart Contact does not imply this.

• I received the email about the WhatsApp Human Escalation Policy Application, but I can't check / adjust my flow right now. How much time do I have?

We recommend that you check / adjust your flow as soon as possible. That said, WhatsApp started the inspection more rigorously on October 30, 2020, and, if the non-compliance with the policy is identified, the number will be flagged and, if the quality rating does not improve in the next 7 days, it will be imposed on the number of a lower message limit, as described in the official Facebook documentation.

• Where do I see my number's Quality Rating?

You need to access your WhatsApp Business account (https://business.facebook.com/), and select Phone Numbers from the WhatsApp Manager menu. There you can check the status, the Quality Classification and the message limit of your number (s).